public relations 101

Public Relations 101May 21, 2014

• Understand how media operates to maximize success• Build positive relationships with reporters• Understand what’s newsworthy• Develop memorable key messages• Capture the media’s attention• Effectively handle interviews• Prepare written materials in a reporter-friendly format • Understand how to leverage social media

Objectives

INTRODUCTION

Why is PR important?

• Offers unique benefits over company-produced ads or publications• Provides credibility• Can influence public thought• Can reach several audiences at once• Creates a better understanding of an issue or position

PR BASICS

PR Tactics

• Op-eds- 350 to 450 word opinion pieces • Media pitch- description of a potential story to send to a journalist to land an

interview or further coverage• Social media• Press release• Media advisory- who, what, when, where and why of an event

PR BASICS

Press Release

PR BASICS

Media Advisory

PR BASICS

PR Tips

• Learn the media landscape• Define your message• Release news, and only news• Build and leverage relationships• Have a crisis response plan• Practice interviewing• Capitalize on social media

PR TIPS

The Media Landscape

• Beats vs. General Reporters• Growth of the internet• Understand what the media wants = successes• Get to know the media covering your area or industry• Remember- nothing is guaranteed

PR TIPS

Release News and Only News

• Send news to reporters that is truly news• Understand what gets noticed

– Releases that have attention grabbing headlines– Clearly explain the who, what, when, where, why and how of a topic

PR TIPS

What is newsworthy?

• Human interest stories• Trends• Timely activities• New programs/initiatives• Unique activities

PR TIPS

Is it newsworthy?

• Ask yourself if it’s– New– Unique– The first– The only– Local– Timely

PR TIPS

Developing Key Messages

• Could you explain your organization in 2-3 sentences?• Are your key messages:

– Few in number?– Written down?

• Messages should:– Follow basic speech structure– Reflect an inverted pyramid structure– Provide structure for the rest of your information

PR TIPS

What Makes a Good Key Message

• Short and concise• Strong and compelling

– i.e. “The National Multiple Sclerosis Society is dedicated to ending the devastating effects of multiple sclerosis.”

• Uses statistics or analogies

PR TIPS

Capturing the Media’s Attention

• Tell the story people want to hear, not necessarily the one you want to tell• Understand that editors and writers have tight deadlines• Leverage social media to share your story

PR TIPS

Building Relationships

• Relationships are key to earning media coverage• Media relations is the relationship an individual or organization builds with

journalists

PR TIPS

Crisis Response Plan

• Develop and test a crisis communications plan• Best crisis situations are those that are planned for and anticipated

– Anticipate EVERYTHING that could happen

CRISIS COMMUNICATIONS

The Interview

INTERVIEW TIPS

Before the Interview

• DO ask who will be conducting the interview • DO inquire about format and duration• DO prepare and practice• DO treat your interview as a business relationship• DON’T allow yourself to be interviewed on a topic outside of your expertise• DON’T request specific questions to be asked

INTERVIEW TIPS

During the Interview

• DO be honest and accurate• DO deliver key messages• DO stress the facts• DO state the conclusions then data• DO speak in sound-bites• DO provide detail• DO listen to the question • DO think about your answer

INTERVIEW TIPS

During the Interview Cont.

• DON’T keep talking to fill the silence• DON’T talk too fast• DON’T lie or cloud the truth• DON’T raise issues you don’t want in the story• DON’T speak for others• DON’T speculate or guess• DON’T express personal opinions• DON’T engage in off the record conversations

INTERVIEW TIPS

Avoid Communication Pitfalls

• Abstractions• Attacks• Attitude/Non-verbal messages• Humor• Jargon• Negative words • “Off the record”

INTERVIEW TIPS

After the Interview

• DO be helpful, volunteer to get additional information• DO watch for and read the resulting story• DO ignore minor reporting errors that don’t impact the point of the story• DON’T assume the interview is over• DON’T refuse to talk further• DON’T ask, “How did I do?”• DON’T ask to review the story beforehand

INTERVIEW TIPS

Social Media

SOCIAL MEDIA

• Technology platforms where social interactions of individuals on public forums take place

Facebook vs. Twitter

SOCIAL MEDIA

• Facebook – Incorporates the immediacy of Twitter with the interactivity of a blog or online journal– Users can see what you’re doing, view your photos and videos, create events and join groups

• Twitter– Brief text updates (up to 140 characters) & photos– Share and receive news with individuals, companies, organizations – Use @mentions and #hashtags

Social Media

SOCIAL MEDIA

Common Uses for CMHs

• Announce upcoming events• Share news stories• Interact with key audiences• Share mental health topics or facts • Post photos• Post job vacancies

SOCIAL MEDIA

QUESTIONS

Clare Lieningcliening@lambert-edwards.com

Shelby Pritchettspritchett@lambert-edwards.com